With 30 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.
I have been here at Business Wire for 23 years and, although the PR industry has undergone dramatic technological changes during that time, the basic rules are still pretty much the same when it comes to getting the most out of a press release. Here a few things to consider.
One of most important things to think about when writing a press release is its “readability,” making sure the focus is clear and concise. Lead sentence should of course convey the main idea of what your press release is about. Sentences should be clear and to the point, avoiding lengthy and confusing terminology.
Bullet points can be a handy tool if you’re listing events, locations, etc. Breaking information out in this manner makes it easier to reference data quickly. I have noticed more of a trend toward this style of press release writing in recent years, and I think it works well.
Quotes are an extremely important component to include in a press release. It gives information in the release validation and support. Press releases take on more of a personal and credible tone with well-worded quotes placed in strategic locations. Break out quotes change on our site each time a press release is pulled up, so it’s important to have several compelling citations to inspire readers to read more.
Consider running a photo with your press release. Whenever I am editing a press release, I always enjoy the ones that include photos. Photos, or for that matter, videos, make the release more effective because it is genuinely more interesting. A colorful, multimedia effect is more appealing than black-and-white words on a screen. Technology has made this dynamic supplement to press releases increasingly simpler to achieve.
Lastly, and this probably goes without saying, always be available when a member of the media should have questions for you. The press release will contain plenty of information, but reporters on deadline will most likely have more in-depth questions that only the PR or Communications person can answer.
-Penny Sowards, Newsroom Supervisor, Business Wire Charlotte